Nash Motors - Creation of The Ajax

Creation of The Ajax

For the 1925 model year, Nash introduced the entry-level marque Ajax. A car of exceptional quality for its price, the Ajax was produced in the newly acquired Mitchell Motor Car Company plant in Racine, Wisconsin. Mitchell was the manufacturer of Mitchell-brand automobiles between 1903 and 1923. Sales of Ajax automobiles, while quite respectable, were disappointing. It was believed that the same car would sell better if it were called a Nash. Thus the Ajax became the "Nash Light Six" in June, 1926 and sales did improve, just as expected. In an unusual move, Nash Motors offered all Ajax owners a kit to "convert" their Ajax into a Nash Light Six. This kit, supplied at no charge, included a set of new hubcaps, radiator badge, and all other parts necessary to change the identity of an Ajax into that of a Nash Light Six. This was done to protect Ajax owners from the inevitable drop in resale value when the Ajax marque was discontinued. In this way Nash Motors showed the high value they placed upon their customers' satisfaction and well-being. Most Ajax owners took advantage of this move, and "unconverted" Ajax cars are quite rare today.